Module - 6 CONSUMER BEHAVIOR - nptel
Module - 6 CONSUMER BEHAVIOR - nptel
Module - 6 CONSUMER BEHAVIOR - nptel
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
NPIEL<br />
Consumer Behavior<br />
Vinod Gupta School of Management<br />
person’s self-image. For example for convenience goods or day-to-day household goods,<br />
the consumer would base his purchase on his actual self-image. On the other hand, for<br />
shopping goods or specialty goods, he would be guided by the social self-image or the<br />
ideal self-image. This could have implications for a marketer in terms of market<br />
segmentation and positioning. Self-image can be used as a basis to segment the market,<br />
and the marketer can then position his product/service offering as a symbol of such self-<br />
images.<br />
Brand Personality: Just as individuals’ have a personal make-up with<br />
characteristics/traits/qualities, similarly products/services also have personalities. Brand<br />
personality refers to a set of characteristics/qualities similar to human beings that become<br />
associated with a brand. Based on their understanding, consumers’ begin to ascribe<br />
certain characteristics or traits to a brand. This association between the characteristic/trait<br />
and the brand gets generated out of the manner in which it is positioned by the marketer.<br />
Thereafter, consumers match the product and/or brand personalities, with their own<br />
personalities, self-image and self concept; and they buy those where they find a close or<br />
perfect match. Sometimes they buy such product/brands that help them bolster their weak<br />
or inferior self. Some personality traits with examples of brands are mentioned below:<br />
a) Sophistication: Dove, Titan Raga<br />
b) Ruggedness: Levi’s Jeans, Bajaj Pulsar<br />
c) Power: Surf, Rin, Hero Honda<br />
d) Achievement: Boost, Glucon C<br />
e) Competence: Kingfisher Airlines, IBM<br />
f) Sincerity: Life Insurance Corporation, Western Union Money Transfer<br />
Joint Initiative IITs and IISc – Funded by MHRD - 16 -